Why you should maintain a varied social media presence


Date: 17 August 2023

Engaging with local customers using different social media channels

Picture this: nearly 60% of the world's population, or 4.8 billion people, actively uses social media. That's a huge chunk of the 5.18 billion global internet [April 2023]. Now, imagine that half the people you meet every day could be your next customer, partner, or brand fan. Sounds incredible, right? That's the magic of social media.

Big names like Nike, Starbucks, and Netflix didn't just notice this - they've used it to build their legendary global brands. But it's not enough to simply be on social media; you've got to pick the right platforms and truly connect with people there.

Different platforms like Facebook, Instagram, LinkedIn, and Twitter attract different kinds of people, all with their unique likes and habits. That's why it's sensible for your brand to have a lively, engaging presence on multiple platforms. This way, you're casting a wider net and connecting with all sorts of potential customers, taking full advantage of what social media has to offer.

So, let's dive in and explore why your brand should be making friends all over the social media world.

The power and importance of diversification

In the vast world of social media marketing, spreading your eggs across different baskets isn't just a smart plan - it's a must! With digital platforms changing so fast, there are loads of chances for brands to really connect with their audience.

But here's the real deal: to fully tap into the magic of these platforms, you've got to understand why diversification is such a big deal. So, mix it up and watch your brand thrive!

The average number of social platforms used by individuals

Guess what? The latest study suggests that the average internet user is bouncing around on more than eight social media platforms. Yep, you read that right - eight! And this number has been steadily climbing over the past few years. It seems that everyone's getting curious and are hopping between platforms like they're at a buffet.

For example, someone might hit up LinkedIn when they're in professional mode but then switch over to Instagram to unwind and TikTok to catch some laughs. This hopping-around habit is a big flashing sign for brands: if you want to really connect with your audience, you've got to spread your wings and be present across various channels. So, it's time to make sure you get social everywhere!

The risks of limiting your presence to a single platform

Remember the fall of MySpace or Vine? Brands that went all-in on those platforms took a big hit when people started moving elsewhere. Plus, let's not forget how fickle algorithms can be. One day your posts are the star of the show, and the next day, they're barely getting any eyeballs because the platform changed its rules.

Take Facebook, for example. In 2018, they tweaked their algorithm and bam! A lot of brands saw their organic reach nosedive. That was a big wake-up call about why it's so important to spread out and have a game plan that covers more than one social media playground.

So, if you don't want your brand to disappear overnight when the digital winds change, it's time to start mingling on multiple platforms!

The unique demographics and user behaviours across different platforms

Every social media platform is like a different party, with its own crowd and vibe. Take Snapchat - it's a big hit with the Gen Z crew. Facebook? That's like the neighbourhood BBQ where you'll find a mix of all ages. And Pinterest? Well, it's mostly ladies browsing and pinning over there.

Getting these differences is Marketing 101. If a brand is aiming to catch the attention of young adults, Instagram and TikTok are probably where the party's at. But if it's B2B they're going for, LinkedIn is likely the smarter move.

So, the key for brands is to know who hangs out where and why. With this know-how, they can tailor their marketing strategies to resonate with the right people, in the right place, at the right time. It's all about matching your brand's beat to the rhythm of each platform.

Building stronger relationships

In this digital whirlwind, where everyone's swiping through an endless sea of content, the secret sauce for brands is forging genuine, heartfelt connections. It's not just about marketing a product or service anymore - it's about building a bond that's strong, trusty, and sticks around long-term with your audience.

So, how can brands use the quirky world of social media to spark these friendships? Let's dive in.

The distinct tone, atmosphere, features, and formats of different social media platforms

Every social platform has its own unique flavour. Twitter is the spot for quick, snappy updates and chatter in real-time - like texting, but in front of a live audience. Instagram? It's a visual feast, making it the perfect stage for storytelling through stunning pics and videos.

Then there's LinkedIn, the grown-up in the room, where the vibe is professional and polished - prime territory for B2B connections and showing off your industry smarts.

Savvy brands get these differences and craft their content to vibe with each platform's unique crowd. For example, Nike, over Instagram, is rolling out the red carpet, showcasing their products through crisp, eye-catching visuals. But on Twitter, they're your friendly neighbour - chatting, sharing polls, retweeting, and giving timely updates.

In a nutshell? It's about knowing your stage and playing to the right crowd. Time to turn those followers into friends!

Adapting content and communication styles to suit platform - specific user preferences

Being on multiple platforms isn't just about showing up; it's about fitting in and chatting like a local. A meme that's setting TikTok on fire might just get a lukewarm reception on Facebook. So, brands need to tweak their content to vibe with each platform's crowd.

For instance, while a deep-dive blog might be a hit on Medium or LinkedIn, over on Snapchat or TikTok, it's all about quick, catchy videos. Take Dove. They're sharing heartfelt stories on Facebook, painting a picture of real beauty. But on Instagram? It's a visual love letter with shining testimonials and standout product snapshots.

The role of creators in translating brand messages for different platforms

These days, creators or influencers are the rock stars of the social media world. They know their followers inside and out, and they're pros at all the platforms they use. Teaming up with these influencers lets brands spin messages that not only hit home but also feel real and genuine.

Imagine a beauty brand. On YouTube, they might pair up with an influencer for a deep-dive product review, complete with all the details. But over on TikTok, they're partnering with a creator for a light, playful video challenge.

Just look at MAC Cosmetics - they're in sync with beauty influencers across the board, showcasing their products in all sorts of fun, captivating ways.

Strengthening brand authenticity, trust, and customer loyalty

In today's sceptical world, being real and genuine is golden for a brand. Social media isn't just a megaphone; it's a two-way street - a chance to show what you're all about, chat with people in real-time, tackle their worries, and earn their trust. The key? Be consistent, transparent, and, above all, be real. That's how you turn customers into loyal fans.

Check this out: a study found that a whopping 91% of consumers are more likely to shop with brands they view as authentic. Take LEGO, for example. They're big on innovation and loving the planet. They use their platforms to spotlight their green moves, give us a sneak peek into how their products are made, and have real-deal conversations with their super-into-it fanbase. It just reinforces LEGO as a brand that's both responsible and adored.

So, in a nutshell, making friends on social media is like a graceful dance. It's about feeling the rhythm of each platform. You choreograph moves that are in sync with that rhythm. These moves help you connect deeply with your audience. And the goal? To keep that partnership strong and twirling. Let the dance begin!

Mitigating marketing risks

From sudden changes in platform algorithms to shifts in user preferences, the digital landscape is filled with challenges. Hence, understanding and navigating these risks is crucial for sustained success.

Examples of rapid changes in platform popularity and relevance

Remember MySpace? It was the cool hangout spot before Facebook strolled in like a superstar and stole the show. And hey, who can forget Google+ and Periscope? They stepped onto the stage with big dreams but just couldn't keep the crowd clapping.

These tales from the past are little reminders for us to stay light on our feet and ready to switch up our game plan. Because in the world of social media, change is the only constant!

The unpredictability of user preferences and platform longevity

User preferences on social media? They can change as fast as the weather. One day, everyone's obsessed with a cool new feature (like Snapchat's Stories), and then – boom - along comes Instagram with its own version, and suddenly Snapchat isn't the talk of the town like it used to be.

And what about new stars like TikTok? It's the life of the party right now, but who knows how long it'll stay on top, especially with changing user tastes and rules that could rain on its parade.

So, for brands riding the social media wave, the golden rule is to be like a savvy surfer: informed, balanced, and ready to ride a new wave when the current one fizzles out. Being on your toes like this lowers the chances of wiping out and helps your brand's message keep catching the perfect wave, no matter how the tides turn.

Avoiding brand stereotyping

Let us say you're at a party, and someone assumes you love jazz just because you're wearing a vintage tee. Annoying, right? That's what brand stereotyping is like - it's making assumptions about people that can really put them off.

Here's a deep dive into the importance of a diversified approach to avoid such stereotyping.

The risks of being too closely identified with a single platform

Imagine this: your brand is the superstar of TikTok, nailing every challenge and racking up the likes. Sounds great, right? But wait - what about the people who spend their time networking on LinkedIn or gathering inspiration on Pinterest? They might never even know your brand exists!

According to a study by IMH, about 60% of companies are teaming up with at least 10 influencers to spread the word about their goods. That's a smart move, because if you're only ever hanging out in one social media 'room,' you're missing the party going on next door.

So, here's a tip: don't let your brand become a one-platform wonder. Spread the love across different sites, and your brand can be the cool kid that everyone, everywhere, wants to hang out with

The importance of maintaining an engaged presence across multiple platforms

Think of Coca-Cola. Its Instagram is popping with colourful pictures, its Twitter is like a friendly chat room, and its YouTube? A movie theatre of cool ads and backstage peeks. Coca-Cola is waving hello to everyone, from trendy teens to their grandparents.

So, what's the takeaway, you may ask? When your brand is present on different platforms, it is akin to hosting a party with a diverse group of guests. More platforms mean more faces, creating a vibe that feels welcoming to everyone.

Staying updated with the latest trends and technological advancements

The online world is like a dance floor that never stops spinning. If brands don't move with the rhythm, they risk being the wallflowers no one remembers.

Take IKEA, for instance. When augmented reality (AR) became the cool new step, they twirled right in, creating an app that lets you virtually place furniture in your room. That's how you stay in the groove, making sure your brand stays fresh, fun, and riding the wave of the latest tech moves!

Final thoughts

Today's social media is like a giant, bustling city, and each platform is a unique neighbourhood. Imagine sticking to just one street in this city - you'd miss out on all the cool spots and interesting people down other lanes!

Here's food for thought: don't just hang out in one spot. There's a whole world out there! LinkedIn is the city's business district, Instagram is its art gallery, Twitter is the town square where news flies fast, and TikTok? That's the city's talent show.

So, to businesses worldwide: embrace the digital revolution. The online world is throwing a party, and you're on the guest list. Come on in, shake up your strategy, and let's paint the whole town with your colours!

Copyright 2023. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small to medium-sized businesses.

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